Despite the Calendar, Retailers Celebrate the "Holidays"

"Christmas in July" promotions are not a new retail concept, but stores and malls appear to be kicking it up a notch this year in order to spur sales in an otherwise sluggish time of the year. Retailers and mall operators are turning to "Christmas in July" events to provide an opportunity to offer sales that are "not simply a price promotion." Instead, these sales become more of a social event.